Call for Papers

E-commerce branding in emerging markets

Edited by Dr Nathalia C Tjandra, Edinburgh Napier University, Dr Tri Wismiarsi, Dr Muchsin S Shihab, and Holila Hatta, Bakrie University, Indonesia

Submission Deadline: 15 January 2019

Tentative Publication Date: May 2019

As guest editors of Transnational Marketing Journal, we would like to invite you to submit your paper to a special issue on a fast growing area of interest.

Emerging markets are increasingly playing a significant role for e-commerce growth as the growth of e-commerce consumers in developed markets is going to reach a saturation point soon. For instance, China is the world’s largest e-commerce market as nearly half of the population is actively making online purchases. In addition, the e-commerce penetration rates in India, Southeast Asia and Latin America are growing rapidly. It is expected that by 2021, these regions are going to grow at compound annual growth rates (CAGRs) of 32%, 31% and 16% (Pandolph, 2018).

The growth of online business is stimulated by a number of factors, such as the increasing number of internet users, the changes of consumer behaviour (Rowley, 2004; Rowley, 2009; Javadi, et al., 2012; Kaur and Quareshi, 2015), the quality of the website (Hsin and Su, 2008; Rowley, 2009), and the online store strategy, which includes alliances and branding (Delgado-Ballester and Hernandez-Espallardo, 2008; Rowley, 2009). In the era of information overload, brands play a prominent role, as they save the customer time and cost to search (Rowley, 2004). Furthermore, brand building is far more important in an electronic shopping environment, for its minimum physical interaction, and product qualities and benefits must be captured in a way that they can be communicated over the websites (; Rowley, 2009). Previous research on online branding has examined the branding strategies and tactics adopted by famous global brands and retailers based in developed markets (e.g. Rowley, 2004; Delgado-Ballester and Hernandez-Espallardo, 2008; Murphy and Scharl, 2007).  Nevertheless, the number of studies that focus on online branding, especially on e-commerce in emerging markets are still limited.

To contribute to the existing body of literature, we invite submissions to a special issue of the Transnational Marketing Journal in the area of “E-commerce branding in emerging markets”. We are especially interested in both conceptual and empirical studies of e-commerce branding developed in the context of emerging markets, “countries which are in transition phase from developing to developed markets due to rapid growth and industrialization” (Cavusgil et al., 2013, p. 5). Possible topics of interest include, but not limited to:

  • E-commerce brand identity and image
  • E-commerce brand positioning
  • E-commerce brand equity
  • E-commerce brand experience
  • E-commerce marketing communication
  • E-commerce customer relationship
  • E-commerce brand loyalty
  • E-commerce brand innovation

All papers will be subject to the usual review process and must meet the publication standards of the journal.

Additional Information

Authors should follow the guidelines and submit their papers at no later than 15 January 2019. Authors should indicate “Special Issue” as the manuscript type and should specify that the submission is for the special issue on “E-COMMERCE BRANDING IN EMERGING MARKETS” in their cover letter.

Please contact Dr Nathalia C Tjandra ( and Dr Tri Wismiarsi ( if you have any questions about the special issue.


Cavusgil, S. T., Akcal, A. A., & Ghauri, P. N. (2013). Doing business in emerging markets (2nd ed.). Los Angeles, CA: SAGE.

Delgado-Ballester, E. and Hernandez-Espallardo, M. (2008). Building online brands through brand alliances in internet. European Journal of Marketing, 42 (9/10), 954-976.

Javadi, M. H.M., Dolatabadi, H.R., Nourbakhsh, M., Poursaeedi, A., Asadollahi, A. (2012). An analysis of factors affecting on online shopping behavior of consumers. International Journal of Marketing Studies, 4 (5), 81-98.

Hsin, H. C. and Su, W.C. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, 32 (6), 818-841.

Kaur, G. and Quareshi, T.K. (2015). Factors obstructing intentionsto trust and purchase products online. Asia Pacific Journal of Marketing and Logistics, 27 (5), 758-783.

Murphy, J. and Scharl, A. (2007). An investigation of global versus local online branding. International Marketing Review, 24 (3), 297-312.

Pandolph, S., (2018). The global e-commerce landscape: How emerging markets will transform the future of online shopping. Business Insider. Retrieved August 30, 2018, from

Rowley, J. (2004). Online branding: The case of McDonald’s. British Food Journal, 106 (3), 228-237.

Rowley, J. (2009). Online branding strategies of the UK fashion retailers. Internet Research, 19 (3), 348-369.


This Special Issue Call for Papers for Transnational Marketing Journal | ISSN / E-ISSN: 2041-4684 / 2041-4692 is fully supported by the editorial team of Transnational Marketing Journal is published by Transnational Press London and abstracted and indexed in SCOPUS, EBSCO, and ERIH Plus among others. You may inspect the journal at